Creative Log
Go-forward record of paid ad creatives: the strategic metadata the ad platforms do not hold. The Meta ad account is the source of truth for what is live (status, spend, delivery); this log holds the why: angle, voice rationale, reference asset, approved/panned status, and outcome. Ad names match the Meta ad name exactly so the two reconcile.
Reconcile against live state with meta-ads-insights.ts --level=ad. When a creative's status here disagrees with Meta, Meta wins on "is it running"; this log wins on "what we decided and learned."
Live and recent (Cherry City, 2026)
| Ad name (exact) | Campaign | Funnel | Destination | Angle / hook | Asset | Status | Notes |
|---|---|---|---|---|---|---|---|
| Your own practice studio to Basic LP | Cherry City - Unified Traffic | TOFU | /lp/salem |
Aspirational: your own practice studio. On-voice, no disparagement. | Real band photos (asset path TBD, locate + add) | LIVE | $1,175 / 2,959 LPV in 5/27-6/21 window. Quality ABOVE_AVERAGE. Pool-building, LPV-optimized. |
| Your own practice studio to Instant Leads Form | Cherry City - Unified Leads | BOFU | Meta Instant Form (off-site) | Same aspirational angle, lead-gen. | Real band photos (asset path TBD) | LIVE | Part of the Leads campaign that drove 28 Instant Form leads at ~$31 in window. Leads not converting downstream (see runs/2026-06-22). |
| This sucks to Instant Leads Form | Cherry City - Unified Leads | BOFU | Meta Instant Form | Apartment-displacement disparagement ("This sucks" / "This doesn't"). | docs/features/unified-cherry-city-lp/This-sucks.png |
RETIRING | Panned 2026-05-29 (read as insulting/extractive). Replaced by "Your own practice studio". Residual spend only; retire the variant. |
| This sucks to free hour | Cherry City - Unified Leads | BOFU | Meta Instant Form | Same panned angle, free-hour offer. | Same as above | RETIRING | Residual ($12.50 in window). Retire. |
Historical (pre-2026-05, Cherry City launch period)
Detail lives in paid-meta.md campaign log + lessons. Summary for continuity:
| Ad name | Product | Angle | Status | Lesson |
|---|---|---|---|---|
| Community - Just Got Louder | Monthly | Scene / community framing | Paused 2026-05-06 | Volume leader on monthly; flagged below-avg conversion ranking. |
| No Commitment | Hourly | No commitment, drop-in | Paused 2026-05-06 | Best hourly performer. "No commitment" is fine for hourly only, never monthly. |
| Noise - Blast Beats | Monthly | Genre-narrow (metal) | Paused 2026-04-23 | Failed. Do not go genre-narrow. |
| Gear - Walk In | Hourly | Gear included, walk in | Paused 2026-04-23 | UTM-capture issues; pulled before learning. |
| 247 - Your Schedule | Monthly | 24/7 access | Paused 2026-04-23 | Cheapest CPL of the cluster; pulled after one data point. |
How to maintain this
- Add a row when a new creative goes live, with the exact Meta ad name, angle, asset path, and status. Update status when it pauses/retires; record the outcome/lesson.
- Keep the asset. Reference stills go in the repo (e.g.
docs/features/<campaign>/<name>.png) and are linked here. AI-generated or net-new imagery flags rights perguardrails.md. - Reconcile each marketing sync against
meta-ads-insights.ts --level=ad. Drift between this log and live Meta (like the 2026-06 "This sucks" stale entry inpaid-meta.md) is the failure mode this log exists to catch. - Voice + claims checks apply to every entry:
mg-voiceskill,glossary.md, pricing anchors ingoals-and-kpis.md.
Open
- Asset paths for the "Your own practice studio" real-band-photos creative are not yet in the repo. Locate and add (Aaron may have them on a personal machine).
paid-meta.mdis stale: it still lists "This sucks" as the approved creative and the oldMETA_CherryCity_*campaign names. Reconcile deliberately (not from a review).- Google creative (PMax assets, Salem Search RSAs) not yet logged here. Add when it matures operationally.